Great outbound calls start with great data, typically in the form of detailed notes in the CRM. Let's cover some of the best practices.
One basic rule for outbound calling is to note every figure mentioned, such as model numbers, stock numbers, prices, percentage rates and so on. Customer questions are the next item to save in your notes.
Together, this data creates solid talking points for the outbound call. You’re able to recap the prior conversation and even make new offers or suggestions. The result is a quality call that, regardless of the outcome, leaves the customer with value and a high opinion of your brand.
Outbound calls tend to be one of the first activities that get cut from our busy schedules. Maintain an outbound call schedule to keep these calls a priority and hold your team accountable for quality calls, not dials. The goal is to serve the customer.
One of the most important steps to take is to text enable all of your local phone numbers,
including your land lines. Customers see your inbound call on their mobile phones and 15 to 20 percent reply with a text. The leading response is “Who is this?” You can double your contact rate from two out of 10 dials to four out of 10 if you agree to text with the customers who text you.
The second most popular reply is “I already bought a car.” If you text, “Wonderful! We’d love to service your vehicle,” you create value for your brand. If you don’t receive the text that they’ve already bought a car you’re likely to call them back four more times, devaluing your brand.
Each of these scenerios deserves an outbound call:
• Missed Call — Call these callers back. Most of these calls are valid customers with 12 percent of your callers dialing your number and hanging up with the intention of calling you back later. A proactive return call creates a “wow” in the customer’s day
• Did Not Speak with Agent — Similar to missed calls, callers who hang up on hold or on a
voicemail really appreciate return phone calls
• Spoke with Agent, Follow-up Promised — The national average for callers saying they never
received a call back as promised is 2 percent. Most callers do not say they missed a callback,
or call back themselves so we know this number is higher. On calls about leasing a vehicle, this broken promise rate more than doubles to 5 percent
• Spoke with Agent, Questions Answered, No Next Step — These are missed opportunity calls
and should be turned over to management for follow-up. If reengaged, one in four of these calls will result in an appointment. There’s no greater impact on dealer success than this callback
• Spoke with Agent, Questions Answered, Set an Appointment — Confirming appointments
results in a show-rate increase of 35 percent, yet dealers often skip this critical step. According to NADA as many as 88 percent of sales associates do no follow up with customers after making the appointment, and 95 percent do not do any preparation for the appointment. Build your appointment confirmation process based on data collected on the call. Examples are sending a picture of the service lane or a video of the car the customer is interested in
Want to learn more about outbound calling, phone management and the phone handling best practices for auto leads? Access CallRevu’s free Fix the Phones 2017 publication.